Bloggers are creative professionals. This means that they’re always on the lookout for something new, more appealing, and original. While a blogger’s branding efforts may have served a purpose for many years, the need for how to rebrand your blog will eventually become necessary before things become stale and boring.
Here are some of the most common reasons for bloggers to consider rebranding their blog.
Because it’s time for an overhaul
While most well-maintained blogs can go on thriving as-is for a long time, sometimes a blog needs an overhaul. Like moving into a run-down house and then completely renovating it, older blogs can take on a new appeal if rebranded correctly and their old content repurposed.
Some people opt to rebrand after a short time, but most bloggers will only do so after a couple of years and only if necessary. Blogs that have seen a drop off in traffic or those whose brands look and feel outdated are the best candidates.
Because of bad publicity
Some bloggers are forced to deal with negative sentiment and bad publicity. Whether as a result of a mistake or poor decision or through no fault of their own, bad publicity can be a digital death sentence. Your rankings may take a hit, social media may turn its back on you, and people might unfairly associate negative feelings with blog quality.
Learning how to rebrand your blog whose online reputation has been severely damaged or destroyed is an effective way of moving on from whatever caused the bad publicity in the first place and starting fresh. Rebranding a blog seen as ‘damaged goods’ gives you a clean slate and is an effective alternative if all other publicity remedies fail.
Because your blog is outgrowing your brand
Sometimes a blog’s own success may outgrow its existing brand. Blogs that suddenly take off and surge in popularity can be hamstrung by a weak or poorly conceived brand, and you wouldn’t want that to slow things down.
Many bloggers choose to rebrand before it’s too late, rethinking their new branding approach in line with the blog’s newfound popularity and before the existing brand’s state comes back to bite them.
Because you’re combining with another brand or migrating to a new domain
If you’ve just bought or registered a new domain and want to take your blog there, this is the perfect opportunity to rebrand. Rebranding your blog as you launch under a new domain name is a natural option and prevents the domain’s previous brand from interfering with your own.
You may have also just purchased or taken over an existing brand and don’t want to lose that brand value when incorporating it into your own. Whether blending more than one brand together or using the existing brand value to elevate your own, a blog rebrand is a great option.
Because you want to become more competitive
Brands are always growing, evolving, emerging, and disappearing. Competing brands are often heavily influenced by each other, and rebranding can be a powerful tool for gaining a competitive advantage.
Smart bloggers always keep an eye on the markets, closely watching their competitors to spot emerging blog brand trends and for any new opportunities. Sometimes rebranding represents an effective tactic for grabbing a bigger slice of the market share pie – if you can one-up the competition in the process.
Because the original branding isn’t working
Sometimes a blogging brand just isn’t meant to be. Despite our best efforts, every now and again, a brand falls flat and misses the mark. When this happens, don’t give up. Take your investments to date, and the lessons learned and rebrand differently.
Modify and use existing brand elements, reconfigure your branding strategy, and add value to your new brand that you’ve extracted from the failed one. Sometimes the most effective blog rebrands require only one or two changes.